"John Deere in the past has really focused on very emotional work, which is something we are doing also, but in a slightly different way," says Lauren Hood, an account supervisor with GSD&M. The
agency has instead chosen to leverage the "iconic nature of the John Deere brand," and to focus on the dealers who sell it. "We're really building up the dealer as an asset to the brand," Hood says.
The main ad, to run during the NCAA basketball tournament, targets property owners who are likely to buy higher-end lawn mowers. The campaign is a big one for GSD&M, which lost some clients and laid off staffers late last year, although it has recently picked up some new business and hired a new top creative director.
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